HOTSAFE

Brand Foundation
Brand Identity
Manufacture

HotSafe, a high-tech automotive window film brand within the NanoX ecosystem, entered the market with the need to establish a clear brand identity highlighting its core functions: heat resistance and protection. VSS Corp collaborated on designing the logo and brand identity system based on the two key values, HOT and SAFE, providing a solid foundation for the brand’s initial engagement with users.

HotSafe offers a range of advanced automotive window films, focusing on heat reduction, UV protection, and safeguarding both vehicle interiors and occupants. At launch, the brand required a recognizable identity that accurately communicated the product story and resonated with car-owning customers.

To meet this need, VSS Corp developed the brand identity around the journey from “Heat” that needs to be controlled to the “Safety” provided by the product.

The logo and visual system were designed to clearly convey the core functions: reducing heat, blocking harmful rays, and maximizing user peace of mind.

Implementation Details

1. Logo & Brand Identity System

To clearly communicate the product’s essence—heat control and protection—the HotSafe logo was developed around the transition from “HOT” to “SAFE.” The stylized “H” mimics stacked film layers, illustrating how the product works: each layer progressively reduces heat and blocks UV rays.

The red tone is applied to the “HOT” portion, evoking the intensity of scorching sunlight, while the “SAFE” section transitions to black–gray–white, conveying a sense of stability and coolness. A shield icon at the end emphasizes the comprehensive protection the window film provides for both car interiors and occupant health.

The color palette, typography, and graphic motifs were standardized across the system, ensuring the brand appears consistent and cohesive across all touchpoints.

2. Identity Application System

Building on the central logo, the brand identity was extended across various business materials and merchandise. Packaging, labels, and POSM were designed with a clear and strong visual style, making the products easily recognizable at dealerships.

At the same time, the corporate profile and sales materials were developed to support the distribution team in presenting the products professionally and consistently. The key visual system, highlighting the “heat reduction – protection” effect, was applied in early-stage communications, helping HotSafe quickly create a strong impression and establish its brand identity with the target audience.